Download: 25 Must know facts on brand loyalty

If the latest economic downturn has taught marketers anything, it's that we need to keep our friends close and our customers closer. During a time of tight purse strings in both business and consumer spending, the battle for wallet share has never been more intense.

Loyalty and retention programmes designed to strengthen the relationship between customer and business are now a staple in the marketing mix. Even though these programmes are pervasive across all types of businesses, marketers are now challenged with new customer dynamics.